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TikTok Plans Large-Scale Layoffs in Operations and Marketing Globally
May 23, 2024
TikTok is reportedly preparing to axe large portions of its operations and marketing staff, as informed by current employees briefed on the matter.
The upcoming global layoffs are anticipated to affect teams who work on user support, communications, content, and marketing at TikTok. As part of this restructuring, TikTok plans to dissolve its current global user operations team, reallocating remaining employees to other departments, including content, marketing, trust and safety, and product teams.
The layoffs were initially reported by The Information.
Following The Information’s report, certain TikTok employees were informed of the layoff intentions Tuesday evening. Adam Presser, TikTok’s head of operations, and Zenia Mucha, chief brand and communications officer, reportedly sent a message to impacted teams, according to sources familiar with the matter.
One employee disclosed that the layoffs had been under consideration for nearly a year. However, recent turnover within TikTok’s marketing, trust and safety, and operations teams has resulted in a hold-up in implementing the plan.
These staff cuts are not linked to the legal and political turbulence the social media giant is facing in the U.S. that could result in a ban across the nation for the app, the person noted.
The specific number of TikTok employees at risk of losing their jobs is still unknown. The Information reported that a significant portion of the roughly 1,000 employees in the impacted teams could face layoffs. TikTok revealed in 2023 that it employed 7,000 individuals just in the U.S.
Experts state that large-scale layoffs like these are uncommon for ByteDance, the Chinese parent company of TikTok, which typically implements cost-cutting measures gradually or in smaller steps.
These job cuts come at a time when tech firms have been downsizing their workforce this year to lower costs and, in certain instances, to ready themselves to recruit individuals with expertise in emerging artificial intelligence technologies.
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